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Iconicity in branding

A case of Japanese whiskey
  • Ayako Shibata
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Operationalizing Iconicity
Ein Kapitel aus dem Buch Operationalizing Iconicity

Abstract

This paper demonstrates the complex iconicity of Japanese whiskey by analysing brand identities represented on bottle designs and advertisements. There are, chronologically, four phases in the relationship between the names of products and the languages used on the labels: (1) the application of Japanese names which were not specified on the labels in English; (2) the usage of only English names and logos; (3) the commencement of Japanese names on the labels in Japanese calligraphy and (4) the utilisation of both Japanese and English names and logos depending on the marketing strategies. This study focusses on Phase 3 in order to identify how graphic images of Japanese calligraphy and other design features iconise the brand identities. It is thus argued that iconic effect is a powerful branding device for establishing the convincing image of Japanese whiskey in the global marketing context.

Abstract

This paper demonstrates the complex iconicity of Japanese whiskey by analysing brand identities represented on bottle designs and advertisements. There are, chronologically, four phases in the relationship between the names of products and the languages used on the labels: (1) the application of Japanese names which were not specified on the labels in English; (2) the usage of only English names and logos; (3) the commencement of Japanese names on the labels in Japanese calligraphy and (4) the utilisation of both Japanese and English names and logos depending on the marketing strategies. This study focusses on Phase 3 in order to identify how graphic images of Japanese calligraphy and other design features iconise the brand identities. It is thus argued that iconic effect is a powerful branding device for establishing the convincing image of Japanese whiskey in the global marketing context.

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Preface and acknowledgements vii
  4. Introduction ix
  5. Part I. Iconicity in language
  6. Modality-specificity of iconicity 3
  7. The relationship between iconicity and systematicity in Korean ideophones 21
  8. Iconicity of Telugu ideophones and full word reduplications 39
  9. Morphosyntactic integration of ideophones in Japanese and Korean 57
  10. Pathways of de-iconization 75
  11. System-internal and system-external phonic expressivity 105
  12. Part II. Iconicity in literature
  13. On the expressive and iconic value of enjambment from Homer to Milton 125
  14. Language that thinks us 137
  15. Levels of iconicity in classical and modern English-language haiku 153
  16. Salman Rushdie’s iconic syntax and its translation into French 167
  17. Heart without ‘ the ’ 183
  18. Crisscrossing James Joyce’s Ulysses 199
  19. Part III. Iconicity in visual media
  20. Show me how you feel 213
  21. In the kingdom of shadows 231
  22. Iconicity in branding 245
  23. Resemblance metaphors and embodiment as iconic markers in medical understanding and communication by non-experts 265
  24. Part IV. Iconicity in semiotic analysis
  25. The cognitive function of iconicity 293
  26. The iconic, indexical, and symbolic in language 307
  27. INDEX 327
https://doi.org/10.1075/ill.17.15shi

Kapitel in diesem Buch

  1. Prelim pages i
  2. Table of contents v
  3. Preface and acknowledgements vii
  4. Introduction ix
  5. Part I. Iconicity in language
  6. Modality-specificity of iconicity 3
  7. The relationship between iconicity and systematicity in Korean ideophones 21
  8. Iconicity of Telugu ideophones and full word reduplications 39
  9. Morphosyntactic integration of ideophones in Japanese and Korean 57
  10. Pathways of de-iconization 75
  11. System-internal and system-external phonic expressivity 105
  12. Part II. Iconicity in literature
  13. On the expressive and iconic value of enjambment from Homer to Milton 125
  14. Language that thinks us 137
  15. Levels of iconicity in classical and modern English-language haiku 153
  16. Salman Rushdie’s iconic syntax and its translation into French 167
  17. Heart without ‘ the ’ 183
  18. Crisscrossing James Joyce’s Ulysses 199
  19. Part III. Iconicity in visual media
  20. Show me how you feel 213
  21. In the kingdom of shadows 231
  22. Iconicity in branding 245
  23. Resemblance metaphors and embodiment as iconic markers in medical understanding and communication by non-experts 265
  24. Part IV. Iconicity in semiotic analysis
  25. The cognitive function of iconicity 293
  26. The iconic, indexical, and symbolic in language 307
  27. INDEX 327
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Heruntergeladen am 1.10.2025 von https://www.degruyterbrill.com/document/doi/10.1075/ill.17.15shi/html
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